I've been covering the business of news, information and entertainment in one form or another for more than 10 years. In February 2014, I moved to San Francisco to cover the tech beat. My primary focus is social media and digital media, but I'm interested in other aspects, including but not limited to the sharing economy, lifehacking, fitness & sports tech and the evolving culture of the Bay Area. In past incarnations I've worked at AOL, Conde Nast Portfolio, Radar and WWD. Circle me on Google+, follow me on Twitter or send me tips or ideas at jbercovici@forbes.com.

Marc Maron Talks Cats (Oh, And His New Show) At SXSW

Marc Maron is already ubiquitous in the comedy world thanks to his incredibly successful and always fantastic podcast, “WTF,” which pairs him weekly in conversation with other stand-ups, comic actors and musicians.

Now he’s about to be ubiquitous in the world world, with a new series set to debut on IFC and a book on the way. “Maron” premieres May 3, and will feature guest spots from the likes of Dennis Leary, Aubrey Plaza and Adam Scott.

Although the show is ostensibly a fictionalized version of his life, expect it to include more truth than invention. An obsession with raw honesty is at the center of Maron’s work, and there’s no subject he won’t touch, from his addiction and recovery to his difficult relationship with his father to his fear of aging.

In that spirit, when Maron stopped by my lodgings at SXSW in Austin this week, I set out to ask him about a painful topic: his favorite cat, Boomer. Fans of “WTF” know that every episode used to end with Maron summoning “Boomie” to him, until the cat went missing several months ago. Since then, most episodes have featured increasingly hopeless updates and promotions for “Boomer Lives” t-shirts, the proceeds from which go partly to charity.

But I’m no Marc Maron, so I ended up sort of dancing around the missing cat part. Oh well.

By the way, the book is called “ Attempting Normal” and it comes out April 30. You can buy it here. DO IT.

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